Holiday Season is Around the Corner—Are Your Art Sales Strategies in Place?

 

Early morning view of the worktable of Artwork Archive artist Krista Machovina. Photo courtesy of the artist 

The holidays are hectic enough without the added stress of running an art business—but they don’t have to be.

We know, summer feels like it JUST ended and now we're already talking about the holidays? But, there's something to be said about being prepared early—particularly because the holiday season is often the busiest time of year for artists. 

Starting early lets you build momentum. 

When you get collectors and potential buyers excited about your work now, you give them time to see your artwork as a perfect gift idea later.

A lot of people don't buy on impulse or don't want to make quick decisions—especially when it comes to something meaningful like art. By starting your holiday art marketing efforts now, you're giving them time they might need to plan ahead, budget, and feel confident in their choice to buy your artwork. 

The best part of starting early? You have time to adjust. If you notice something isn’t clicking, you can switch things up. Plus, with a solid plan in place, you won’t feel rushed or stressed when the holiday rush hits.

Here are some simple, practical strategies to boost your art sales and make the most of this holiday season! 

Photo courtesy of Artwork Archive artist Frances Byrd
 

Your Holiday Art Sales Timeline:

Here's a simple timeline to help you stay on track and plan ahead. 

October: Lay the Foundation

October is for prepping and building your momentum.

You don't need to go full throttle with the promotions just yet, but you should focus on creating general excitement about your work and getting everything behind the scenes organized. 

In October, focus on...

• Building (and updating) your art inventory: Take the time to add new work and update existing listings in your Artwork Archive account. Make sure everything is priced, photographed, and ready to be promoted. You can even make collections of the work you want to start promoting. Having your art organized (and all in one place) will save you from last-minute stress and give you a clear picture of what's available to sell. 

• Showing snippets of new work in progress: Now is the time to take to social media (if you're not already)! Tease your audience with sneak peeks of what's to come for the holidays. These glimpses create anticipation and keep your followers curious about your upcoming releases. Share stories about your creative process or the inspiration behind your work to build an even deeper connection with your audience. 

• Getting your audience excited and reminding them to sign up for your email list: Use October to drive email signups by offering something valuable, like first exclusive access to your new pieces. Your email list will be crucial in November and December for sending out any promotion deals or reminders. The earlier you grow it, the better positioned you'll be. 

• Stocking up on shipping and packing materials: Take the time to make sure you have all the supplies you need for the holiday rush. Think about any packing materials you need (protective sleeves, shipping labels, boxes, bubble wrap, tape, etc.). Having everything ready to go will save you from scrambling when orders start coming in. 

 

November: Time to Attract Early Buyers

With "Spooky Season" officially over, the holiday season kicks into gear FAST. November is when you start transitioning from teasers to actual sales.

Now is the time to reward early buyers and solidify your marketing strategy. 

In November, focus on... 

• Attracting early-bird buyers: Start offering incentives to those who shop early. People who plan ahead like to feel like they're getting rewarded for being proactive. 

• Offering exclusive deals or perks like free shipping for orders placed before a certain date: Doing this can encourage people to purchase earlier in the season, giving you a head start on sales before the holiday rush. Communicate a certain date that these offers expire—it will create a sense of urgency and drive your buyers to act. 

 

December: Shift Focus to Last-Minute Shoppers

By the time December rolls around, holiday shopping is in full swing, and it’s time to capture those last-minute buyers.

This is when you focus on creating an easy, stress-free shopping experience to win all of those stressed-out holiday shoppers over.

In December, focus on... 

• Shifting your messaging to highlight the ease of shopping with you: Your collectors are likely feeling the pressure of the holiday countdown. Show them how easy it is to shop with you—whether it’s fast shipping, gift-wrapping, or simply tapping into the fact that you can offer a unique, meaningful gift from an independent artist. Make their decision-making process as smooth as possible.

• Communicating your last order date for guaranteed delivery: One of the biggest worries for last-minute shoppers is making sure their gifts arrive on time. Clearly communicate your final order deadline for guaranteed delivery before the holidays. It creates a sense of urgency while setting clear expectations, so customers feel confident buying from you.

• Capturing impulse buyers with limited-time offers: December is prime time for those spur-of-the-moment purchases. Take advantage of this by running flash sales or offering 'last chance' deals to encourage those on the fence to buy. 

Artwork Archive artist Erika Alonso working on a new painting in her studio. © 2023 Charles Holt Photography Photographer: Charles Holt @charlesholt

Think About Offering More Than Originals

Give people more ways to connect with your art. For gifts, some people are looking for unique, high-end original pieces, but, depending on your audience, most may want something a bit more budget-friendly (but still meaningful). By offering a variety of options, you can reach a broader audience and make this season even more successful.

Here are a few ideas to get you started. 

Custom Commissions

​Who doesn’t love something personalized? Offering custom commissions for the holidays gives your collectors a chance to gift (or own!) something totally unique. If you open a few commission slots early on, it can build excitement and create that sense of “I need to grab this before it’s gone.” Plus, people love the idea of gifting something made just for them or their loved ones.

Just make sure you're upfront (and realistic) about how long your process takes and set a deadline so everyone is on the same page. (And make sure you have a commission contract in place)

Prints & Merchandise

Offering prints or merchandise like mugs, calendars, or cards is a great way to make your art more accessible to a wider audience. Not everyone may be ready to invest in an original, but they’ll still want to bring a piece of your creativity into their lives. Prints and other items make thoughtful, affordable gifts that still feel personal.

Limited-Edition Holiday Series

People go crazy for limited-time items, especially during the holidays. Consider making a small holiday-themed series that’s only available for a short time. Think of mini collections or pieces inspired by the season. These limited editions can create excitement and make people act fast—because once they’re gone, they’re gone!

 

Get Creative with Your Holiday Art Marketing

If you're looking to up your holiday marketing game, here are some ideas that go beyond the basics: 

Create a Sense of Urgency by Sharing Countdown Timers

Again, the idea of 'scarcity' is your best friend during the holiday rush. Using phrases like "only a few prints left" or "last chance" gives buyers that little push they need to make a move. People hate missing out on something—FOMO is a powerful motivator. 

When they know your art might not be available after the holidays, they're way more likely to buy it. Keep your messaging sharp, direct, and to the point. 

Add a countdown timer to your website or share on social media stories.

This timer can reflect anything from a limited-time discount, your holiday shipping deadline, the release of a new collection, or even the final chance to snag a limited-edition piece before it’s gone for good.

Visually seeing that time tick away builds a sense of pressure. Think about it: a clock counting down to when your sale or limited-edition pieces disappear forever?

It may seem simple, but this tactic taps into that primal urge to not miss out. 

 

Curate Gift Guides

Everyone’s overwhelmed by endless gift options, so make it easy. Curate a holiday gift guide featuring your artwork.

Think about creating categories that resonate with your audience and simplify their decision-making process:  

• “Gifts Under $100” – Perfect for budget-conscious shoppers who still want to give something unique and meaningful.

• “One-of-a-Kind Pieces” – Highlight your exclusive, limited-edition works or custom commissions for those looking to give something truly special.

• “Collector's Edition” – For buyers who are willing to splurge, showcase high-end, larger works or bundled collections.

Your buyers will love that you’ve done the heavy lifting for them—no one wants to scroll endlessly when they’re in a rush.

Plus, by giving them curated options, you increase the chances they’ll find something within their price range or taste, which makes purchasing from you that much easier.

 

Collaborate with Other Artists

Holiday rush = smart time to collaborate.

Partnering with fellow artists for a joint holiday collection or bundle means you get double the exposure without double the effort. Plus, collectors love the idea of scoring a unique set from multiple creators.

Think about creating a joint holiday collection (ahem, maybe even a joint curated holiday gift guide), bundling your work for a limited-time offer, or hosting a pop-up or virtual sale together.

You could also collaborate with an artist who creates holiday-themed cards or handmade gift tags to bundle with your work. 

Bonus points for those small touches that make the gifting experience extra special (it is the holidays, after all).

 

Run a “12 Days of Art” Sale

Why do one promotion when you can do twelve?

Spread out your deals throughout December by featuring a new piece or offer each day.

You can offer different discounts, free shipping, or a bonus print (as long as you buy today!).

Keep your audience guessing, and they’ll keep coming back to see what’s next.

Want to share more of your personality? Add a little twist with your daily reveals, like “On the 5th day of Art, I ran out of coffee…so here’s 10% off.”

 

Host a Virtual Studio Tour

Very few people are bundling up and trekking across town to visit your studio when it's cold out. So, bring it to them (along with some holiday spirit).

Deck out your space with some seasonal touches, pour yourself some hot cocoa (or something stronger), and invite your audience to join you as you walk them through your creative space, showcase current work, and chat about your process. 

Host the tour on Instagram/TikTok Live or Zoom, where people can join from anywhere (while also staying cozy at home). 

Make it special by offering an exclusive holiday discount or throwing in a little bonus for anyone who purchases from you while you're live.

This is your chance to connect with buyers in a more personal way, without leaving the comfort of your studio.

Drawing at home. Photo courtesy of Artwork Archive artist Darcy Johnson 

 

Be Professional & Get Yourself Organized for the Holidays

With holiday shoppers looking for unique, meaningful gifts, this time of year can be a goldmine for artists. But if you’re not organized and prepared, those potential sales can slip right through your fingers. There's a lot that goes into running an art business—ESPECIALLY during the busy season.

Here's what to do to get yourself organized and how a platform like Artwork Archive can make your life (and holiday season) a lot easier. 

 

Update Your Inventory

Scrambling to figure out which pieces are still available during the holidays isn’t a great look.

Use Artwork Archive to get everything cataloged, organized, and priced before the rush hits.

When those last-minute holiday shoppers come knocking, you’re ready to respond quickly—no one has time to dig through old files while balancing holiday madness.

 

Create Collections on Your Public Profile

Love the idea of curating a holiday gift guide? Start by sorting your work into collections on your Artwork Archive account that match your guide categories. 

You’ll stay organized and know exactly what belongs in each group, like “Gifts Under $100” or “Limited Edition Holiday Pieces.”

You can even create a collection for “Holiday Specials” and add it to your Public Profile to showcase limited-edition or festive works, making it easy for buyers to find seasonal gifts.

Plus, keeping these collections on your Public Profile means those who missed your initial guide launch can still shop your curated picks.

 

Track Sales & Create Invoices

The last thing you need in the middle of the holiday rush is losing track of orders—or worse, forgetting to send an invoice.

With Artwork Archive, you can manage sales, create invoices, and keep payments in check—all in one spot.

No more post-its or scribbled reminders. Keep it professional, and watch those holiday sales roll in while you actually look like you’ve got it all together (because you do now).

 

Offer Exclusivity with Private Rooms

Want to give your loyal followers or newsletter subscribers something special?

Use Private Rooms on Artwork Archive to offer exclusive previews, discounts, or early-bird access to new works during the holiday season.

Artwork Archive's Private Rooms feature allows you to create a password-protected gallery that only select people can access. Those who receive the Private Room also have the ability to like and comment on your pieces! 

It’s perfect for giving VIP customers a first look at new pieces, driving promotional sales, or offering a more personalized shopping experience.

Your audience gets to feel like they’re in on something special—something not offered to the public. 

Photo courtesy of Canva

The holidays don’t have to be a whirlwind of stress for your art business. 

With the right planning, this holiday season can be one of your most successful yet. By taking steps now to organize your inventory, engage your audience, and plan creative marketing strategies, you’ll be ready for the rush without feeling overwhelmed.

Let Artwork Archive help you stay on top of it all, so when those holiday sales start rolling in, you can focus on what matters most—your art.